Blog Post The Compounding Asset: Why Evergreen Content Beats the Seasonal Hamster Wheel

In content marketing, there are two ways to spend your energy: you can run on a treadmill, or you can build a house.

Seasonal Content is the treadmill. It requires constant movement to stay in the same place. You write about "Holiday Gift Ideas 2025," you get a spike of traffic in December, and by January 2nd, the traffic hits zero. To get traffic again, you have to write something new.

Evergreen Content is the house. It is an asset. You write a guide on "How to Choose the Right Running Shoe," and it brings in 500 visitors a month. Next month, you write another guide. Now you have 1,000 visitors.

At Ten Ken Group, we see too many brands addicted to the "spike" of seasonal trends while neglecting the "equity" of evergreen content. Here is why the long game wins, and how to handle seasonal peaks without wasting resources.

1. Evergreen Content is an Investment, Not an Expense

When you pay for a seasonal ad campaign or write a trend-based article, that is an expense. Once the money or time is spent, the value stops.Evergreen content acts like Compound Interest.

• It answers fundamental user questions that don't change (e.g., “How to tie a tie” or “SaaS vs. Enterprise software”).
• It accumulates backlinks over years, not weeks.
• It becomes the SEO "engine" that powers your domain authority, lifting up all your other pages.

2. The Danger of "Disposable Content"

Seasonal content is seductive because it creates urgency. But from an SEO perspective, it is often wasteful.If you create a page for domain.com/black-friday-2024, you build authority on that URL for two months. Then, you delete it or let it rot. In 2025, you start from scratch with a new URL. You are throwing away your SEO equity every single year.

3. How to Push Seasonal Content the Right Way

We aren't saying you should ignore holidays or trends. We are saying you need a better architecture. If you are going to invest in seasonal pushes, use the "Recurring URL" Strategy.

• Don't create: domain.com/summer-sale-2025
• Do create: domain.com/summer-sale

Keep this page live 365 days a year.

• During the season: It hosts your active offers and aggressive copy.
• Off-season: It hosts a "Waitlist" or links to your best-selling Evergreen categories.

By keeping the URL alive, you retain all the backlinks and historical authority. When the season rolls around again, you aren't starting at the bottom of Google's rankings—you are already halfway up the mountain.

Summary

Your content strategy should follow the 80/20 Rule. Invest 80% of your resources in Evergreen content that solves permanent problems. Use the remaining 20% for Seasonal spikes to create cash flow and urgency. Build the asset first; throw the party second.

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